We helped to bring the ‘World’s First Active Carbon Sprayduster’ to life – from the initial briefing, right through to the official launch – to the office products industry at PaperWorld in Frankfurt and beyond.
As businesses’ environmental credentials become increasingly important in buying decisions, we see companies of all kinds racing to find the most effective and commercially viable environmental solutions. As a leading provider of tech cleaning products, AF International challenged us to name, market and support their ground-breaking, new, environmentally friendly product – the world’s first active carbon sprayduster.
In a market reluctant to change without being convinced of clear commercial benefits, our angle would need to be bold. Due to the product’s unique formula – it is non-flammable, cheaper than other environmental alternatives and adds nothing to the world’s rising CO² levels – we named it AF Sprayduster ZERO and grabbed the dealer audience’s attention with the campaign saying ‘We contribute ZERO to the environment’. The key to success in this campaign was to educate and engage, which presented the perfect opportunity for an integrated social media campaign including videos, competitions and online advertising.
The initial shock and humour of ‘…next year we plan to give you Zero’ (teaser campaign) followed up with ‘We contribute Zero…’ created opportunities for a far more engaging and shareable campaign. This was further reinforced with side projects like providing ‘I’m a Zero Hero’ button badges with product purchase and encouraging users to share their stories on how they help the environment.